Server-Side Tracking Vs Pixel Tracking - Which is Better?
Typical client-side tracking relying on pixels isn't unsusceptible to issues like advertisement blockers and browser privacy setups. That's why companies are turning to server-side remedies, such as GTM server-side tagging.
This method improves data accuracy, gets rid of missed out on conversions, and functions around concerns with pixel monitoring. Below's why it deserves the financial investment.
Cost-Effectiveness
The trick to success with server-side monitoring is having a solid tag management system (TMS) in place, especially one that supports this type of tagging. It's also essential to understand how a server-side service can assist with data consistency and precise conversion attribution.
Pixel-based tracking is vulnerable to changes in browser privacy settings and ad blockers, making it less reliable. By switching to server-side tagging, online marketers can enhance the accuracy of their data and optimize marketing projects.
Exact information can expose chances for enhancement, such as the need to offer a better item or client service. This information can after that be utilized to evaluate and optimize internet site experiences. As an example, Netflix leveraged server-side monitoring to fine-tune its recommendation engine, leading to a 75% increase in visitor acquisitions. The exact same type of information can be made use of to run A/B tests across numerous systems and channels, driving performance. Server-side monitoring can function together with your Meta Pixel and Conversion API to provide comprehensive advertisement platform coverage.
Information Precision
Because data is moved directly to MarTech platforms, server-side monitoring supplies greater precision and enhanced privacy. This approach likewise allows you to track conversions beyond your web site, such as telephone call or in-store purchases, offering you a much more full picture of your consumer's journey.
Pixel monitoring may go through information breaches and cyber strikes, as it transmits large amounts of customer information throughout numerous databases. On top of that, while pixel tracking techniques claim to eliminate individual information by utilizing hashes, these approaches are susceptible to turn around engineering and can still link various data resources.
Server-side tracking is excellent for massive organizations that depend on efficiency marketing and in-depth analytics. It helps in reducing data loss and provides extra control, but needs a significant amount of technical job and sources to set up. The long term advantages, nonetheless, are well worth the upfront investment. Begin with a pilot project to test for errors and guarantee your arrangement is durable.
Scalability
Using a server-side technique changes duty for collecting and transferring occasion information from your internet server to the analytics or advertising platform. This gets rid of internet browser restrictions and ad blockers from interfering with real-time tracking, enabling you to record exact, dependable data.
If you select to carry out a server-side remedy, it is essential to choose a tag administration system (TMS) that sustains this strategy. Make certain the TMS is well-integrated with your existing tools and platforms to streamline data collection immediately.
For instance, Meta's cookieless monitoring device is an excellent remedy for shopping marketers wanting to conquer problems triggered by pixel tracking. With real-time data processing and backwards compatibility with Google Analytics, it provides precise conversion tracking for a seamless shift to cookieless tracking. This enables you to leverage comprehensive user behavior insights, like Netflix's ability to recommend movies to 75% of their customers, to boost your organization approach and efficiency. Inevitably, this causes even more educated decision-making and enhanced ROI.
Safety and security
Server-side tracking uses your own web servers or cloud web servers to send out occasion data, bypassing issues like ad blockers and browser constraints. This makes certain regular information catch across channels and far better efficiency.
Pixel monitoring, when the industry standard, has actually been significantly affected by privacy regulations and ad blockers. Therefore, it has actually ended up being more difficult to maintain exact information what is partner marketing on website visitors and conversions, making remarketing efforts unstable.
In feedback, Meta has actually developed the Meta Conversion API to aid future-proof your advertising and marketing stack and optimize acknowledgment in a privacy-first world. Unlike pixel monitoring, Meta Conversion API utilizes your own web server to transfer event information to your platform of selection. As a much more scalable service, it's ideal for services that need even more dependability and control. You can build it on your own or utilize a complete option from a vendor to establish it up, depending upon your technological resources and budget. The longer term advantages of a scalable setup consist of improved information accuracy and even more reputable campaign efficiency.